The true meaning of cultural relevance
What does it mean for a brand to be ‘in culture’? And in an age of fragmentation, micro-influencers and the creator economy - are the rules changing? Leila Fataar, author of Culture Led Brands, talks to WARC's David Tiltman about what cultural relevance means for brands in 2026.
Chapters:
[00:00] – Why Culture Matters for Marketers in 2026
[02:10] – From Rave Culture to Guerrilla Marketing: Leila’s Origin Story
[04:30] – Inside Adidas & Diageo: Bringing Culture Into Big Marketing Teams
[07:30] – What Is “Culture”? Leila’s Definition for Brands
[09:45] – The Culture Stack Explained: Inherited…
The skinny
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